Independent local businesses hold 93.3% of the spots in Google's map pack, and chains hold 6.7%. Being part of a national brand does not buy a place in the top three on Google Maps, except in a few services such as locksmiths, pest control and gyms.
Analysis of 3,160 Google Maps searches for 20 local services in 79 US cities · Google Maps results, September 2026
Key Findings
- 1.Independent local businesses hold 93.3% of Google map pack spots, and chains hold 6.7%.
- 2.Chains hold 5.2% of number one spots on Google Maps, less than their share of the map pack.
- 3.Chains hold 24.2% of Google map pack spots on locksmith searches, the highest of 20 local services, followed by pest control at 14.6% and gyms at 13.9%.
- 4.Chains hold 0.4% of Google map pack spots on restaurant and electrician searches, and 0.6% on HVAC searches.
- 5.Independent businesses in Google's map pack average 4.73 stars, against 4.51 for chain locations, while chains have a median of 195 reviews against 75.
Summary
An independent pest control company worries that the national brands with big advertising budgets will crowd it out of Google Maps. In most local searches, that fear is misplaced. The three businesses under the map are usually local independents competing with each other.
The map pack, the three businesses Google shows with a map at the top of local search results, is where most local customers choose who to call. If national chains dominated it, independent businesses would have little chance on Google. Knowing how often chains actually win tells an owner who the real competition is.
Independent businesses hold 93.3% of map pack spots, and chains 6.7%, the same share chains hold across all positions. Chains take 5.2% of number one spots. The exceptions are a handful of services, led by locksmiths, where about one in four map pack spots goes to a chain.
What we measured
On September 23, 2026 we ran Google Maps searches for 20 local services, such as locksmith, plumber and restaurant, in 79 US cities, each with and without "near me": 3,160 searches in all. For each search we recorded every business ranked in the top 100.
A chain is a business whose name appears in five or more of the 79 cities, such as a national brand or franchise. Every other business counts as independent. The map pack is the top three positions on Google Maps. We compare the chain share of the map pack, the number one spot and lower positions, by service and by city size, and compare chain and independent businesses in the map pack on reviews and rating.
Chains are rare at every rank
Chain share is flat down the rankings: chains hold 6.7% of positions 1 to 3, 6.7% of positions 4 to 10 and 6.2% of positions 11 to 20. At the very top they do slightly worse, holding 5.2% of number one spots. City size changes little: chains hold 7.1% of map pack spots in large cities and 5.9% in small towns.
Source: Suff Digital analysis of 3,160 Google Maps searches for 20 local services in 79 US cities · Google Maps results, September 2026
| Measure | Chains | Independent businesses |
|---|---|---|
| Share of map pack spots | 6.7% | 93.3% |
| Share of number one spots | 5.2% | 94.8% |
| Median reviews, map pack | 195 | 75 |
| Average rating, map pack | 4.51 | 4.73 |
| Share of map pack spots, large cities | 7.1% | 92.9% |
| Share of map pack spots, small towns | 5.9% | 94.1% |
Google picks the map pack mainly on distance, relevance and reputation, and a national name does not change any of those for a single location. A chain branch competes on the same terms as the independent down the street, and in most services there are far more independents.
Locksmiths and pest control face the most chain competition
Chain share varies sharply by service. On locksmith searches, chains hold 24.2% of map pack spots, about one in four. Pest control (14.6%), gyms (13.9%), moving companies (11.6%) and personal injury lawyers (11.2%) follow. On HVAC, hair salon and restaurant searches, chains are almost absent.
Source: Suff Digital analysis of 3,160 Google Maps searches for 20 local services in 79 US cities · Google Maps results, September 2026
The chains that appear most often in the map pack are KeyMe Locksmiths (88 spots), Roto-Rooter Plumbing and Water Cleanup (56), The Joint Chiropractic (38), Planet Fitness (20), Morgan and Morgan (18), Minute Key (18), Firestone Complete Auto Care (16) and Two Men and a Truck (14). These brands have many locations in the services where they appear, which is why their category shares are higher.
Chains bring more reviews, independents bring higher ratings
Chain locations that make the map pack have a median of 195 Google reviews, against 75 for independents. A national brand draws a steady flow of customers and reviews to every branch.
Independents win on rating. Independent businesses in the map pack average 4.73 stars, against 4.51 for chain locations. An owner who knows the customers, answers the phone and replies to reviews personally is well placed to earn high scores, and that is the edge an independent can build on.
What this means for local business owners
If you run an independent business, the chain down the street is not your main map pack threat in most services. Your competition is other local businesses with similar resources. Reviews, a complete Google Business Profile and the right business category are the levers you share with them.
In chain-heavy services such as locksmiths, pest control and gyms, compete where independents already lead: ratings. A strong rating with steady recent reviews, and replies that show a real owner behind the business, set you apart next to a national brand.
Close the review count gap where you can by asking every customer, every time. Our local seo packages help independent businesses win map pack spots in markets where national brands compete.
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<p style="font:14px/1.5 system-ui,sans-serif">Source: <a href="https://www.suffdigital.com/resources/data-studies/chains-vs-local-businesses-map-pack">Independent Businesses Hold 93.3% of Google Map Pack Spots vs 6.7% for Chains - Suff Digital</a></p>
Cite this study
Suff Digital. (2026). Independent Businesses Hold 93.3% of Google Map Pack Spots vs 6.7% for Chains. https://www.suffdigital.com/resources/data-studies/chains-vs-local-businesses-map-pack
Independent Businesses Hold 93.3% of Google Map Pack Spots vs 6.7% for Chains - Suff Digital - https://www.suffdigital.com/resources/data-studies/chains-vs-local-businesses-map-pack
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